TEMPE, Ariz., Nov. 17, 2011 (GLOBE NEWSWIRE) -- Limelight Networks, Inc. (Nasdaq:LLNW) today released research confirming that mobile shopping is becoming an increasingly significant factor in driving sales and overall brand affinity. The survey results prove that retailers who create smooth, rich mobile experiences can increase conversions and build their brands with consumers purchasing on their mobile devices, on their computers, and in the store. The study found that:
Respondents Use Mobile Devices to Purchase Regularly
Respondents were asked how often they use their Internet-connected mobile device to purchase products other than downloadable apps, games, eBooks, and music:
Research on Mobile Phones Drive Purchases in the Store and on the Desktop
The survey asked respondents where they complete purchases after they have researched a product on their Internet-connected mobile device but did not purchase the product on that device:
Further, 71% of respondents report using their Internet-connected mobile device to research products while they are physically in the store.
"Even if respondents do not complete purchases on their Internet-connected mobile devices, they are using their devices as a source of product information before making purchases elsewhere," said David Hatfield, Senior Vice President, Sales and Marketing, Limelight Networks. "The mobile device has emerged as a gateway to retail engagement across multiple selling channels, and therefore retailers who maximize the mobile shopping experience are best positioned to increase sales and overall brand loyalty."
Expectations for Mobile Shopping Features
Survey respondents ranked the importance of mobile shopping features to making the experience of researching and/or purchasing products on their Internet-connected mobile device a good one:
"Consumers do not want to wait – they want to immediately begin shopping on their mobile devices, making the time it takes to begin viewing, searching, and clicking on a site absolutely critical," stated Jonathan Cobb, Mobility Solutions, Limelight Networks. "Equally important to speed is the availability of rich product imagery, which provides the detailed information that consumers need when purchasing on their phones or researching the products they will buy in store or on the computer."
Respondents were asked how they respond to a bad shopping experience on their Internet-connected mobile device:
"Consumers are unwilling to suffer less than optimal mobile shopping experiences, with 80% reporting that they will instantly abandon a bad experience," said David Reisfeld, GM, Content Delivery Solutions, Limelight Networks. "Although 62% of respondents noted that they intend to return to the retailer at a later date using a computer, the retailer has still lost the immediate purchase and cannot guarantee that the buyer will ultimately complete the purchase in the future. Even worse, almost 40% of respondents indicated that they will actively avoid a retailer's unsatisfactory mobile site."
The survey asked respondents to provide written responses to two questions. The first question asked them to describe the ideal shopping experience when using their Internet-connected mobile device to research and/or purchase products on a shopping site. The following comments are representative of the write-in responses received:
The second question asked respondents to state their biggest pet peeves when using their Internet-connected mobile device to research and/or purchase products on a shopping site. The following comments are representative the write-in responses received:
Of the 520 respondents who completed the survey:
Initially, a total of 1,052 consumers entered into the survey. The first question asked consumers to select from a list which, if any, Internet-connected mobile device they own. Only those who own smartphones that use an iOS, Android, or Windows operating system (OS) and/or who own a tablet could continue taking the survey, which included 771 respondents. Respondents were then asked if they had previously researched and/or purchased a product on a shopping site using their Internet-connected mobile device. Respondents who answered "yes" were allowed to continue the survey, which included 520 respondents. Thus, a total of 520 respondents completed the survey, and only their responses are included in the results.
About Limelight Networks, Inc.
Limelight Networks, Inc. (Nasdaq:LLNW) provides solutions that enable business and technology decision makers to profit from the shift of content and advertising to the online world, the explosive growth of mobile and connected devices, and the migration of IT applications and services into the cloud. Our worldwide customers use Limelight's massively scalable software services that engage audiences, enhance brand presence, analyze viewer preferences, optimize advertising, manage and monetize digital assets, and ultimately help build stronger customer relationships. For more information, please visit http://www.limelightnetworks.com or follow us on Twitter at www.twitter.com/llnw.
Copyright © 2011 Limelight Networks, Inc. All rights reserved. All product or service names are the property of their respective owners.
CONTACT: Media Contact: Heather Miller 215-867-8600 x239 firstname.lastname@example.orgSource: Limelight Networks